You’ve established your personal brand. How do you let the world know who you are and what you’re selling? Consider pitching a story to the media. But first you need to prepare to maximize your chances of being quoted and becoming a reliable source for Reporters.
Not every interview or interaction with a reporter will result in an article. Some discussions are meant to foster a relationship and build the reporter’s confidence that you are a “good interview.”
Here are what I call the Ten Commandments of an interview that will lead to your being quoted more often.
Thou shalt…
Take a Position
- Develop a point of view — be specific
- Wishy-washy perspectives are not interesting
- Be controversial
Examples:
Good: Don’t be fooled, Google is still winning the search battle.”
Bad: “All search engines have their strong points.”
Use a compelling “grabber”
- 10 words or less rule
- Fewer syllables are better
- Verbosity is fatal
Examples:
Good: Cigarettes are nothing more than drug delivery devices.
Bad: Even though people know cigarettes are bad for them, they persist in smoking because they like the taste of nicotine, which cigarette companies are counting on.
Use Metaphors
- Reporters like punchy, colorful statements
- Beware of clichés
Examples:
Good: “China stiff-armed us with trade barriers.”
Bad: “Don’t throw the baby out with the bath water.”
Use Examples
- Two of the most beautiful words to a reporter’s ears: “For example,”
- Get permission from clients
Examples:
Good: “For example, Goliath.com has pushed everyone out of its space.”
Bad: “There are a lot of companies plying their wares on the Internet. Some are doing better than others.”
Use Analogies
- Use striking language to drive home your points
- Compare to something reporter will recognize
Examples:
Good: “He streaked to the top of his company like a meteor.”
Bad: “He had a lot of luck and also did his homework so he made quick progress moving through the ranks.”
Make Yourself Available
- Return phone calls
- Text message or email
- Call even past deadline
Examples:
Good: “I’ll call you at 2 o’clock.”
Bad: Repeated lengthy delays.
Know What the Reporter Writes About
- Google the reporter and read the last few stories he has written
- Follow on Twitter and other social media networks
- Shape your pitch based on reporter’s hot buttons
Examples:
Good: “I just read your post about Hometown Bank failing. I worked for the bank before their troubles began and I can point to three things that I believe derailed them.”
Bad: “Hi, do you cover the banking industry?”
Invite Reporters to Speak on Panels With You
- Reporters are looking to build their reputations as experts
- Team with them on panels
Examples:
Good: Invite a reporter to be on a panel with you to establish your expertise and hers. Be available for an interview when she writes about the topic again.
Bad: Send reporter your speech and never follow up again.
Introduce Reporters to People They Want to Meet
- Find out who reporters want to meet
- Arrange introductions
Examples:
Good: If you know an important business executive or celebrity a reporter wants to meet, arrange an introduction – even if the eventual story doesn’t mention you or your company. Build good will.
Bad: Tell the reporter you can’t help him when he asks if you can make an introduction because you don’t think you will get quoted.
Build Relationships
- Treat reporters like clients
- Send articles, case studies, and other relevant materials.
Examples:
Good: Lengthy courtship
Bad: Call only when you want something
Building your brand takes time — and it takes time to build relationships with reporters. Ask yourself, “How can I help this reporter,” instead of “How can this reporter help me?”
If you do that, over time you will find yourself becoming a “go-to” source for the media, and recognized as a subject expert by your clients and potentials clients.
Have you been quoted in the media?
What worked for you? How did you make it happen?
The post How to Get Quoted in the Media appeared first on Write Speak Sell.
